The St. Louis Blues announced it is teaming up with BetMGM, a leading sports betting and iGaming operator, as an official sports betting partner. The multi-year agreement strengthens BetMGM’s presence in Missouri and delivers exclusive fan engagement opportunities for Blues fans.

“BetMGM has forged iconic partnerships that celebrate Missouri’s rich sports tradition, and welcoming the St. Louis Blues is an exciting milestone. With St. Louis native Jon Hamm as the face of our brand and a legendary franchise like the Blues as our partner, we’re creating unforgettable experiences for fans across the Show-Me State,” said Matt Prevost, Chief Revenue Officer at BetMGM.

Key elements of the agreement include prominent BetMGM signage and branding throughout Enterprise Center, co-branded social media content and premium hospitality experiences.

“With their focus on promoting responsible gambling, we couldn’t imagine a partner that would better align with our interests than BetMGM. Through this new partnership, BetMGM holds a prominent place in our building and in everything we do to deliver a legendary experience for Blues fans wherever they engage with our brand,” said Steve Chapman, Chief Revenue and Marketing Officer at Blues.

We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside

Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?

The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.

Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?

It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.

You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?

If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.

Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?

When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.

Tell us more about the initial run of games you’ve launched with BetMGM.

We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.

But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.

Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.

What does success in the US look like for S Gaming over the next 12-18 months?

Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and

operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.

Fast-growing slot provider focused on sustainable entertainment marks milestone market entry with tier one operator

S Gaming, the provider of highly entertaining online slot and casino games, is set to make its debut in the US market with BetMGM, a leading iGaming and sports betting operator.

This marks a major milestone for the studio, which has quickly become a must-have provider for operators in the UK and whose US launch has been hotly-anticipated.

The partnership will see BetMGM launch some of S Gaming’s most popular slot titles to its players in regulated iGaming states such as New Jersey, Pennsylvania, West Virginia and Michigan.

This includes “Barnyard Bash Chicken Chase”, “Triple 7 Jackpot” and “Cat and Mouse Collect”.

S Gaming’s entry into the US market builds on the incredible momentum the studio has generated since launching back in 2023.

Since then, it has used its unique approach to game development, which focuses on sustainable entertainment and casual gameplay, to stand out from other providers.

The US is notoriously difficult to crack, but with its growing portfolio of high-entertainment slots and operator partners such as BetMGM, S Gaming is in the driver’s seat to take the US by storm.

Charles Mott, CEO & Co-Founder at S Gaming, said: “This is the absolute best way to enter the New Year, with one of our most important market launches to date and with such a high-calibre operator.

“We believe our ethos of producing fun, sustainable content is just what the US market needs and that we have entered the market with a power player like BetMGM is a testament to this.

“This is just the start of our ambitious plans for the US and for our partnership with BetMGM, with plenty more to come in the year ahead.”

Oliver Bartlett, Vice President of Gaming at BetMGM, said: “BetMGM takes pride in being the first in the United States to debut S Gaming’s engaging content.

“This launch will add more slot titles to our already robust portfolio of games and sets the tone for what’s ahead in 2026 as we build the best online casino destination.”

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